Why LinkedIn Will Be Your Most Powerful Tool in 2025!

LinkedIn is set to become an even bigger player in brand visibility, sales and marketing as we move into 2025. With features that encourage community and brand-building. The future of sales and marketing has evolved and corporate social media usage is becoming the best AND most cost-effective tool to generate new business (without sending one DM!).

The beauty of LinkedIn is that this channel can be used to generate organic HOT leads that convert just as easily as the inbound enquiries we all love.

1,090,000,000 this is the number of people across the world who are using LinkedIn ! The interesting part is only around 4% of those are actually posting, quick maths and you'll work out that means the other 96% are just consuming contnet from brands!

This presents a HUGE opportunity for businesses to add a new revenue stream to their sales and marketing strategy that will literally cost ￡0 to use!

But, here is a question I am getting asked every single week! Should Companies Encourage (or Require) LinkedIn Usage?

Some companies see value in encouraging employees to engage on LinkedIn to humanise the brand and expand its reach. But mandating it? That often results in content that feels forced rather than authentic.

Consider this: posts shared by employees typically achieve 561% more reach than those shared directly on company pages. From a brand perspective, that’s invaluable reach—and a key reason why some companies encourage LinkedIn engagement.

However, pushing employees to engage on LinkedIn also runs the risk of burnout or a disconnect from authentic brand representation. The challenge for companies is to strike a balance.

Here’s how Senior Leadership teams and business owners can prepare for these changes:

1. Encourage Authentic Engagement: Create a culture that supports LinkedIn use without making it mandatory. Employees who choose to engage authentically can create a genuine representation of the brand.
2. Provide LinkedIn Training: Equip your team with the tools they need to represent the brand professionally on LinkedIn . LinkedIn ’s own studies reveal that employees who receive social media training are 70% more likely to share brand-aligned content.
3. Set Clear, Flexible Guidelines: While employees own their profiles, providing a framework for social media usage can guide employees in a way that balances brand values with personal expression.

Who Really Owns an Employee’s LinkedIn Profile—The Individual or the Company?

Here’s a question every business leader should consider: when your team members are on LinkedIn, who ‘owns’ their profiles? Legally, the profile belongs to the individual, but the moment they add your company’s name, they are also a representative of your brand online.

This raises key questions: do businesses need employees on LinkedIn? And, should there be expectations for how they represent the brand?

The LinkedIn Profile: Personal Asset or Brand Representation?

Each LinkedIn profile is personal, but it’s also a potential brand asset the second an employee adds your company name. This new layer of representation means that your team’s LinkedIn presence impacts your brand’s reputation and reach.

This puts us in a dual-perspective scenario:

1. Personal Ownership: The profile stays with the employee, regardless of employment changes, and highlights their skills, achievements, and career journey.
2. Corporate Representation: As soon as an employee links themselves with the company, they embody a part of your brand’s identity online.

LinkedIn reports that 57% of professionals update their profiles to reflect their current employer, a powerful form of organic brand visibility that cannot be ignored.

?Preparing Your Brand for LinkedIn’s Future

As LinkedIn continues to evolve, more companies will face questions about who ‘owns’ an employee’s profile and how employees represent the brand online. By investing in a culture of genuine engagement now, your brand will benefit from the power of LinkedIn’s organic reach while building a strong, authentic reputation.

This is where I can help. I work with businesses to demystify LinkedIn and help teams use the platform effectively—without a single spammy tactic. My masterclasses focus on the free version of LinkedIn, teaching teams how to build genuine connections and grow organically.

If you’d like to discuss a tailored session for your team, reach out to me at [email protected].

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